A comprehensive marketing plan can be scaled and transposed from larger to smaller and more specific contexts without losing quality.
The problem is that scaling involves great challenges: coordinating different teams, managing priorities, resources and metrics in an effective way that is appropriate for the size of the company, etc.
To make a marketing plan, it is necessary to be clear about the objectives you are pursuing. Studying a sample marketing plan will guide you in creating your own.
Keep in mind that everything should be customized to your business and your marketing needs – don’t think there is a one size fits all approach!
To help you see how to tailor and scale a sample marketing plan, here are some ideas on the type of content you could include for businesses of all sizes.
Remember that a marketing plan outlines your marketing strategy over time. See here for an example of how to structure your marketing plan.
SS Cafe and bar: an example of a marketing plan for small businesses
SS Cafe and bar is a place designed to spend a pleasant time in the company of friends and enjoy a good coffee and other beverages. Let’s start its marketing plan:
Although this is a more formal part of a marketing plan, it acts as an “organizer” of the plan, it contains in summary form the marketing plan. Make sure each section has a clear heading that is easy to understand. As well as a tight and accurate description of what that section includes. At a glance, the reader should understand exactly what the section is about.
Products and services
In this section, you should list the many values you offer to your potential customers, whether they are products, services or expertise. In the example of the SS Café marketing plan, you need to think about what the products and the atmosphere of the place will be like so that potential customers will be able to find a place that suits their needs. The café will offer quality beverages and small food items, as well as social activities that allow people to meet in a different way.
Research and Analysis
At this point, a variety of things related to the market that have an impact on your overall marketing plan should be reported. These include the competition and the competitive advantages your company possesses. In the example of Café SS, a study was made of the coffee shops located in the same area. This determined which were the most popular and why.
“Cafe X offers a great stand up bar that has a lot of engaging and entertaining talent each week, Cafe Y high quality drinks at a reasonable price with a fantastic view of the city, etc.”
Taking the competitive analysis, SS Cafe and bar can offer a place for people to gather in a comfortable environment.
The basic need of the market is a place where singles can meet new similar people. As a community coffee shop and bar, the job is to make our community a better place and feel more connected. This is accomplished with quality food and beverages, quality conversations and the ability to meet new people.
Customer Information: Audience, Persona and Lifecycle
The next thing to consider when creating your marketing plan is your customers. Who are you targeting? What are their flaws, problems and weaknesses? What are your strengths? What are the different types of customers you want to attract?
In the example of the SS Cafe and Bar marketing plan, the target audience is young single adults between the ages of 25 and 37, particularly women and socially active adults. These people have difficulty meeting with other like-minded people and are fed up with the same old bar scenes.
First, you need to set the stage for what you want to accomplish so you can decide on a marketing plan to complement those goals. Don’t rush or focus on execution before defining how you believe success can be achieved in your business.
Because of this, for SS Coffee and Bar the marketing objectives that were set were: 50% increase in sales and decrease in marketing expenses. In addition to building brand loyalty and posting content on 2 to 4 social networks.
Create a progressive marketing budget
Focus on what worked historically, use tactics that allow full control and customization, don’t scale until you demonstrate ROI. For SS Cafe and Bar the first two months will be used to set up the physical location, hire staff, establish vendor relationships and obtain all types of licenses. The third month will be the grand opening. The fourth month will be understandably slow, as a stable customer base takes time to achieve. This is the stage to which most of the marketing budget will be allocated.